Short takes on marketing, positioning, and growth.
10 February 2026
If prospects do not "get" what you do, you probably do not have a product problem. You have a positioning problem. Gerard explains the "versus" scenario: position your brand as the ally and pick a cl
28 January 2026
When it is time to bring in marketing help, the instinct is to hire one person internally. Gerard argues that for most startups, an agency is the stronger play. Marketing is not one skill. It is stra
22 January 2026
Plenty of signups, almost no conversions. The instinct is to blame UX, mobile, or the pricing page. Those are rarely the real issue. Gerard's take: the pain point you are solving is not painful enoug
16 January 2026
Ten customers means you have a flicker of product-market fit. Getting to a hundred feels like it should be more of the same, and it is not. Gerard explains why the jump from 10 to 100 is not about a
10 January 2023
Ardacious is a Brisbane AR startup behind Ardent Roleplay, an app that brings tabletop games like D&D to life with augmented reality projections. In early 2021 their ads were not landing. The fix was
